Rhetorical Analysis Vintage Ad Essay

599 WordsAug 20th, 20133 Pages

Rhetorical Analysis Vintage Ad Essay
Crystal Cash
DeVry University

Rhetorical Analysis Vintage Ad Essay

This Palmolive soap advertisement’s headline reads: "Let your beauty be seen.” While looking at this headline from a modern prospective, one might find such claims absurd. When one considers the context of the ad, and that this advertisement targeted the female demographic in America during the 1950’s it kind of makes sense that the ad may have been persuasive. The 50’s can be regarded as one of the happiest decades in American history, it was the end of World War two and the economy was expanding to a global standard. There were two forms of advertising in the 50’s era, pathos and logos. Looking at it from the 50’s perspective,…show more content…

This represents a seemingly logical reasoning that if this trusted company that has given women so much now suggests trying this soap to make your complexion better, that it would be a good idea. They back it up with showing that they have “36 Leading Skin Specialists in 1285 Scientific Tests and they proved That Palmolive's Beauty Plan Brings Most Women Lovelier Complexions in 14 Days”. The overarching appeal to logos is that there seems to be no disadvantage to trying this new product and it is absolutely and completely beneficial.
Why should we buy from Palmolive instead of competing soap manufacturers? Palmolive both establishes itself as a trustworthy company, and cites credible sources to back up their assertions. They appear to be a company of outstanding moral status, a marketing technique resulting from numerous appeals to ethos. After reading this ad and what the experts had to say about Palmolive’s new product, the audience will put absolute faith in the functionality of Palmolive’s new product and its benefits.
In this ad, Palmolive targets the growing population of suburban women and uses rhetorical strategies that will appeal to emotion and logic. This product is saying that if you use it then you will be more beautiful. They further back up this ad with scientific tests and interviews with skin specialists to advertise this product. Thus, Palmolive succeeds in their marketing of the product to women of the

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Advertising is the marketing of an idea in ways that encourages and persuades audiences to take some sort of action. In most cases, the action would be to buy a product or service while other are simply to raise awareness. Whatever the case may be, money is poured into advertising every day. Marketing agencies try various ways to convince people to buy their products using different persuasion techniques. After first examining an advertisement, one could analyze how each detail…

advertisement was released. This “call to action” style ad appealed to all three elements of rhetoric. The Kleercut advertisement, created by Greenpeace, corroborated a firm argument against Kimberly-Clark’s means of production through the textbook balance of logos, pathos, and ethos appeal, and convinced millions to follow its instructions.
The first notable detail of the advertisement is the black and white color display. The top-left portion of the ad contains the text message as follows: “HOW TO…

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definitely not 30 years. Therefore, I would say there is creative idea in the campaign, though it’s not that strong.
Execution: First, the visual effect of the drawing is vivid. Second, it uses humor, an attribute contributing to above average ads as indicated in Ogilvy book.
2. COORS LIGHT - BARBECUE
Target audience: The commercial is targeted summer beer drinkers, especially young consumers, when temperatures rise and summer approaches.
Consumer insight: The underlying consumer…

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